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Title:Data analytics for better branding of e-governance and e-business systems : case of "digital India" campaign
Authors:Gupta, Rajan (Author)
Pal, Saibal K. (Author)
Muttoo, Sunil K. (Author)
Work type:Unknown ()
Tipology:1.16 - Independent Scientific Component Part or a Chapter in a Monograph
Organization:UNG - University of Nova Gorica
Abstract:Efficient e-governance leads to stronger democracy which can be achieved through higher trust, visibility, and transparency in the system, which can be acquired through effective branding. Various techniques of data analytics can help in achieving trust and transparency in the system. The objective of the study is to resolve various issues in the public sector through analytics-based improvement of different parameters of branding, namely, communication, consistency, clarity, and competition. The research design of the study is a combination of both qualitative and quantitative techniques like descriptive statistics. The main techniques emerged for data analysis includes rating and ranking analysis of government apps, social media analytics, text and speech analytics, media analytics, statistical analytics and data mining, telecom analytics, and people demographics for government programs. It was found that the “Digital India” campaign under e-governance initiative was highly successful based on different kinds of analytical methods found in the study.
Keywords:e-governance, data analytics, e-business, business systems, information systems, government campaigns, branding
Year of publishing:2020
Number of pages:Str. 51-78
COBISS_ID:57882627 Link is opened in a new window
DOI:10.4018/978-1-5225-5412-7.ch003 Link is opened in a new window
Categories:Document is not linked to any category.
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Record is a part of a monograph

Title:Leveraging digital innovation for governance, public administration, and citizen services
Subtitle:emerging research and opportunities
Publisher:IGI Global
COBISS.SI-ID:57879299 New window
Place of publishing:Hershey
Editors:Vij Mali Vij Mali